Unlike in the US, the Disney brand is heavily associated with children in the UK and as the government advises that children under 16 should only use mobile phones for what it describes as essential calls, the market for the MVNO was dramatically decreased.
One of the potential USPs for the MVNO was allowing parents to track their naughty nippers via their mobiles – enter government legislation stage left – the Data Protection Act guarantees privacy to all, including naughty nippers, ASBOs or not.
Well, it was always going to be a Mickey Mouse MVNO anyway.
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